Google vs. JC Penny's--Friend or Foe?

According to the New York Times article: The Dirty Little Secrets of Search

1.   Penny’s got its site listed through what the article calls “dirty hat” campaigns, in which the company deceptively posted link garbage through a list of websites. It created a huge list of search terms that directed you straight to the retailers website, which is a according to Google, not the legitimate way to improve a websites search optimization.

2.   The most captivating fact of the entire ordeal was that this was a huge corporate company that participated in a “dirty campaign”. It is also very interesting to see the veil of Google be lifted slightly, informing the public through a newspaper article just how vicious and ambitious the world of online advertising is. It also touches on the ethical and unethical side of control on the internet as well.

3.   Google’s role cannot be completely firewalled, as mentioned in the article, stopping spam is a never ending job and Google takes action or more understood to be retaliation against violators to what they feel inappropriate by demoting the companies search positions.

4.   Businesses that choose to piss Google off, ultimately feel retaliation as mentioned above by demoting the search results for the company and essentially burying them online.  However I feel the real damage done to a company who takes part in spam is the image left to current, future and potential customers, when caught spamming a company could leave a real bad image in the brand.

5.   According to the Google estimator:

guitars= estimated average CPC= $0.92

purses= estimated average CPC= $0.96

shoes=  estimated average CPC= $1.02

Which means cost per click, so every time a keyword is clicked Google gets paid the amount for the click.

2010 A Year in Review

1.       The consumer trends that dominated the digital media landscape in 2010 include: internet usage, search activity, e-commerce, online video consumption as well as online and mobile advertising.

2.       Facebook accounts for 12.3 percent of time spent online, passing up google and yahoo sites and ranking number one for 2010 media consumption time.

3.       The attention of the marketplace has gone to mobile, gaming and search technologies and the main service appears to be the mobile application marketplace.

4.       The digital advertising marketplace is at an all time incline, with social media and new mobile innovations, opportunities have gone through the roof.

5.       According to Comm Score, one can expect to see continued growth in the use of mobile devices to obtain real-time price and product information in support of an intended in-store buying decision and the likelihood that the information obtained will drive some of that buying activity to actually occur online.

Inovations of Marketing and PR

StickyBits

Bar-Codes of the Future

1-The basic idea behind the idea of StickyBits was to get consumers online, once again with an incentive behind it, a very interesting idea that could take off with the right people behind it.

2-It’s easy to see the potential of such an application, especially with online mobile media on the rise. I feel every idea on that list will take if the necessary tweaks are made to perfect the ideas.  With StickyBits, potential is endless and it could be a successful and profitable arena if the problems with the scanning and the free opinion reviews and turned the focus toward advertising and coupons and solid legitimate information for consumers.

3-StickyBits fits into the new rules of marketing framework by informing the customer with the given information in the barcodes, they also gain insight into the global conversation by being able to see reviews for objects, and especially by being believable and human because it is very obvious the information is coming from all kinds of real people.

4-The new ideas for TiVo will be big, being able to purchase items straight from the TV while sitting on the couch will be profitable. Instead of just seeing a stars outfit and wondering where you can buy it, you can now straight from the TV. It has the potential to be brilliant, just think you can add it on to your cable bill… BRILIANT!!

5-Out of the top ten innovative ideas, I feel with the popularity of Apple, the iAds would most likely become a standard. There is a lot of money and demand in Apple and the idea seems to be the most solid.

Exam 3 Study Questions

Ch. 7
The 3 broad categories of the message strategy are Cognitive ,_________ and Conative.
a. Effective
b. Affective
c. Emotional
d. Creativity

Authoritative framework convinces customers that a given product is less superior than another.
True
False

Ch.8
The process of analyzing and choosing media for an ad campaign is called:
a. ad campaign
b. creatvie brief
c. overview
d. media strategy

Nielsen ratings evaluate all of the following EXCEPT:
a. measure tv audience
b. determines ad rates
c. number of households tuned into a program
d, amount of time spent on a certain channel

Ch. 9
Business to Business E-Commerce requires incentives.
True
False

An ad placed on a website that scrolls the sideline of the entire length of the page is called:
a. minisites
b. pop-up ads
c. skyscrapers
d. banner ads

Media Log

TIME	TYPE	TOTAL
Day 1
5am-6am	Radio	1 hour
1:30-2pm	DE-newspaper	30 min
Often Day 2	Facebook	2-3 hours/day
5am-6am	Radio	1 hour
6pm-8pm	TV	2-3Hours
In between classes	Magazines (People, Cosmo and Elle)	2 hours /day

My favorite part of advertising or where I pay the most attention is by far in magazines. There is something exciting about the glossy pages, high fashion ads, and the smell that makes reading a magazine feel personal. It’s not the side pane of face book, the boring old man on the radio in the morning and it’s not the same ad playing over and over on commercials its eye catching and I spend a lot of my free time reading magazines.  After reviewing my personal tracking of daily media, it is easy to see where I could be targeted very easily by advertising. If I was an advertiser, in an effort to break through the clutter and target myself I would repeated make eye catching adds and place them in magazines that I read regularly. And make it very clear where I can go buy these items. I have purchased fragrances often because of the ads in the magazines.   

Test Questions

Chapter 4
__________ is the process of identifying specific purchasing groups based on their needs, attitudes and interests.
A. Market Segmentation
B. Consumer Benefits
C. Budget Tactics
D. Communication Analysis

The largest part of the money spent in a typical business budget is on which of the following?
A. Advertising
B. Consumer Promotions
C. Trade Promotions
D. Payout Planning

Chapter 5
The key advertising personnel include the account executive, traffic manager and _______.
A. planning
B. marketing
C. creatives
D. janitors

When choosing an advertising agency it is not likely to be profitable for smaller businesses to choose:
A. in-house
B. external agency
C. magazines
D. newspapers

Chapter 6
A creative brief includes the objective,_______, message theme, the support and the constraints.
A. advertising theory
B. the target audience
C. the account execcutive
D. the brand

Visual ______ is the universal language that makes global advertising possible.
A. leverage
B. components
C. abstract images
D. esperanto

Creative Brief

Product:                                   Reebok Easytone Shoes

Objective:                                To bring back diminishing sales.

Target Audience:                      25-45 year old consumers, higher target for women who choose active lifestyles and are body image conscious. Psychographically, the targeted market would be individualists who tend not to buy mainstream products. When choosing a sneaker they place greater emphasis on results, distinctiveness and design elements.

Message theme:                       A tennis shoe is more than just a shoe. What does your sneaker do for you?  Toning and firming has never been this easy.